Facebook:   Beginner to Intermediate
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Facebook: Beginner to Intermediate

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Presentation given during a seminar hosted by the Texas Midwest Community Network and the Texas Forts Trail Region on June 4-5, 2014.

Presentation given during a seminar hosted by the Texas Midwest Community Network and the Texas Forts Trail Region on June 4-5, 2014.

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Facebook: Beginner to Intermediate Presentation Transcript

  • 1. Using Your Organization To Promote Facebook June 4-5, 2014
  • 2. Get these slides here:: http://sarahtpage.com/MidwestForts/
  • 3. Get these slides here:: http://sarahtpage.com/MidwestForts/
  • 4. Agenda Social media review Social media strategy Facebook 101 Live Demos & Set Up Social / website integration Facebook 201 Q&A
  • 5. Social Media Review
  • 6. Photo: erinjpattison Social media is FREE!
  • 7. Benefits of Social Media • It’s FREE! • Builds deeper relationships • Increases brand awareness • Broadens your network • Helps SEO • Increases website traffic • Generates leads and sales • Can help reach journalists/media • Empowers fans to be viral ambassadors for your brand Source: Social Media for Tourism Pros
  • 8. Social Media Strategy Photo: davidkjelkerud
  • 9. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
  • 10. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
  • 11. Do You Need a Social Media Policy? • Maybe. Just keep these basics in mind: – Be polite – Be honest – Be open – Be inclusive – Be forthright – Be legal – Be helpful – Don’t try to control the conversation – Accept, respond, and be gracious to negative feedback Source: The Potluck Guide To Social Media Strategy
  • 12. Social Media Don’ts • Don’t be something you’re not • Don’t experiment with the company logo • Don’t think you have to be on every social media channel • Don’t tell, show • Don’t feed Facebook to Twitter (or vice versa) • Be authentic • Try new things with personal accounts first • Start slow and be selective • Use images whenever possible • Know your audience and post accordingly
  • 13. Remember: Social media is not an island. Photo: lisbokt
  • 14. Facebook 101
  • 15. What Is Facebook? • Social networking service that allows users to connect to friends and businesses • Share content, links, photos, and videos • Comment on others’ activity • Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
  • 16. Facebook Stats • Over 1.2 billion active users • Average user is connected to 40 pages • Smartphone mobile users check Facebook an average of 13.8 times a day • 751 million users access Facebook from a mobile device Source: IDC; expandedramblings.com
  • 17. Facebook Stats • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Source: IDC; expandedramblings.com
  • 18. Facebook Benefits to Biz • Low cost • Engage with fans of your business page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in the News Feeds of their friends – This can prompt others to check out your page and your business!
  • 19. Facebook Benefits to Biz • Can incorporate content from other social media platforms – Ex: blog posts, updates from Twitter, photos from Instagram, videos from YouTube, location-based apps (Foursquare), etc. • Targeted advertising opportunities (cheap too!)
  • 20. Is Facebook Right for You? • 67% of Internet users are on Facebook • 72% of women use Facebook vs 62% of men • Ages 18-29 = 86% • Ages 30-49 = 73% • Ages 50-64 = 57% • Ages 65+ = 35% Source: Pew Research Center; mediabistro.com
  • 21. Cover Photo Profile Photo Like Button
  • 22. Bio
  • 23. Contact Info
  • 24. Apps Apps Old Way New Way
  • 25. Composer Pinned Post Page Features
  • 26. Highlighted Post Page Features
  • 27. Admin Panel (Old Way) Messages Post Performance Insights
  • 28. Admin Panel (New Way)
  • 29. Manage Page Settings Grow Your Fanbase Find Helpful Resources Admin Panel (Old Way)
  • 30. Grow Your Fanbase Find Helpful Resources Admin Panel (New Way)
  • 31. View Page Insights
  • 32. Manage Page Settings
  • 33. Understanding Insights
  • 34. Understanding Insights
  • 35. Understanding Insights
  • 36. Understanding Insights
  • 37. Understanding Insights
  • 38. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
  • 39. Facebook Offers Source: Doe’s Eat Place
  • 40. Facebook Boosted Posts Source: Visit Bloomington
  • 41. Facebook Boosted Posts Source: Visit Bloomington
  • 42. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
  • 43. Facebook Cover Photo as Advertising Source: Mari Smith
  • 44. Scheduling
  • 45. Scheduling on Facebook 1 2
  • 46. Scheduling on Facebook 4 3
  • 47. Scheduling on Facebook 5
  • 48. Facebook Page Setup
  • 49. Facebook Page Use
  • 50. Facebook Page Use 1. Page layout and elements 2. Write a status update 3. Add photos, links, and videos to status updates 4. Uploading photos and creating albums 5. Create events
  • 51. Facebook Page Use 1. Finding fans 2. Posting content a) Photos b) Videos c) Links d) Asking questions 3. Tagging other pages 4. Sharing posts 5. Pinning posts 6. Highlighting posts 7. Using Facebook as your page a) Liking other business pages b) Home feed usage (liking and commenting)
  • 52. Integrate Social with Web From this …
  • 53. Integrate Social with Web … to this …
  • 54. Integrate Social with Web … to this.
  • 55. Use Calls to Action
  • 56. Content Really Is King • Put contact info on EVERY PAGE • Use easy navigation • Keep content current • Use high-quality content (including photos and video) • Add calls to action
  • 57. Facebook 201
  • 58. Content Is King Visual Content Is Ruler of the World • Videos shared 12x more than links and text posts combined • Photos are liked 2x more than text updates • Instagram is the 2nd most popular app (globally) behind Facebook • Pinterest generates more referral traffic than Google+, LinkedIn, and YouTube combined Sources: HubSpot; Marketing Land
  • 59. Visit Fargo-Moorhead Visual Content Integration Source: Fargo-Moorhead CVB
  • 60. Visit Fargo-Moorhead Visual Content - Pinterest Source: Fargo-Moorhead CVB
  • 61. Visit Fargo-Moorhead Visual Content - YouTube Source: Fargo-Moorhead CVB
  • 62. Visit Fargo-Moorhead Visual Content - Instagram Source: Fargo-Moorhead CVB
  • 63. Savannah Craft Brew Festival iPhone Photos Source: Visit Savannah
  • 64. Facebook Groups
  • 65. Tourism industry partners group
  • 66. Facebook Advertising Opportunities
  • 67. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
  • 68. Facebook Offers Source: Doe’s Eat Place
  • 69. Facebook Boosted Posts Source: Visit Bloomington
  • 70. Facebook Boosted Posts Source: Visit Bloomington
  • 71. Facebook Advertising Pro Tip: BE SPECIFIC
  • 72. Facebook Advertising
  • 73. Facebook Advertising Best Practices Include a call to action. Combat ad fatigue. Source: facebook.com
  • 74. Facebook Advertising Best Practices Put important content first. Identify your target audience. Source: facebook.com
  • 75. Facebook Advertising Best Practices Boost important posts. Use Facebook Offers. Source: facebook.com
  • 76. Facebook Advertising Best Practices Give people something to say. Use high quality photos. Source: facebook.com
  • 77. What Do You Want To Try?
  • 78. Can I Help? Call Me!
  • 79. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage